Clear: From Battle to Bottle – Clear China's eSports breakthrough

John Dawson, Nicholas Short

Clear, the shampoo for men, integrated into the culture of eSports with its Battle Rankings campaign to connect with young men in China.

Campaign details

Brand: ClearBrand owner: UnileverAgencies: Mindshare China, Unite ChinaMarket: China (Mainland)Sector: Hair careMedia channels: Gaming & in-game advertising, Livestreaming, Merchandise & free gifts, Mobile & apps, Online vdieo, Social media, Sponsorship - sportsBudget: 1 - 3 million

Executive summary

Although Clear accounted for nearly 80% of the male shampoo market in China, the male shampoo category was still immature: only 14% of Chinese male consumers consciously purchased male shampoo (Source: Unilever).In order to drive the category expansion to deliver brand growth in 2021,...

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